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Now the sun has an address.
Case study: Zenith. A mixed-use tower — private residences, offices, wellness and a digital sales experience under one vertical address.
Our roleFrom the first strategy to the launch.
Positioning, name and identity, visual production, sales tools and campaign — delivered by one team as one connected system.
Case study: Zenith. A mixed-use tower — residences, offices, wellness and a digital sales experience.
Our role: from the first strategy to the launch — one team, one connected system.
Type
Mixed-use tower
Program
Residences · Offices · Wellness · Hospitality
Scope
Turnkey launch package
Stage
Pre-launch → public sales
The highest point of the city
In astronomy, the zenith is the point directly above the observer. For a tower where residences, hospitality, offices and lifestyle share one vertical address, the name became the brief: a landmark that does not simply rise above the city, but defines its highest coordinate.
The name, visual identity and narrative were developed through a unified property branding approach, creating a distinctive identity for the mixed-use development.
The brief
A premium story has to be one that can be proven. Straight answers to what we were asked to do — and what we delivered.
What was the task?
Launch a mixed-use tower — residences, offices, wellness and hospitality — as one address, and give the developer a story strong enough to sell it to three different audiences at once.
What made it hard?
Views and height are what every tower in the district claims. Zenith had to sell what a skyline render does not show: air, light, quiet, service and a sales experience at hospitality level.
What did we do first?
Project Intelligence. Before any image was made, we defined Zenith’s position, its audiences and the arguments that separate it from the towers around it.
What did the developer get?
A turnkey launch package: name and identity, imagery, a 44-page sales book, investor deck, broker kit, premium website, 3D twin, VR tour, sales gallery, an out-of-home campaign and a social grid — all telling one story.
What was the task?
Launch a mixed-use tower as one address — with a story strong enough for three audiences.
What made it hard?
Every tower claims views. Zenith had to sell air, light, quiet, service and a sales experience.
What did the developer get?
A turnkey package: identity, imagery, 44-page sales book, investor deck, broker kit, website, 3D twin, VR tour, sales gallery and an out-of-home campaign.
“The peak is not a metaphor. It is a daily experience: views, quiet, air quality, seamless logistics, private amenities and a digital sales environment.”
“The peak is not a metaphor. It is a daily experience.”
Zenith — core idea
44
Page sales book
for the launch
for the launch
Page sales book
6
Out-of-home
formats
formats
Out-of-home formats
5
VR tour scenes,
lobby to gallery
lobby to gallery
VR tour scenes
1
Team, turnkey —
strategy to launch
strategy to launch
Team, turnkey
City, river, height.
The address works as an asset: riverfront, skyline, business district and a public realm that frames every view of the tower.
The address works as an asset.
The project
Mixed-use as
a service system
Residences, offices, a podium of shared amenities and a digital layer work as one ecosystem — not as separate products under one roof.
Residences, offices, a podium of shared amenities and a digital layer — one ecosystem.
Residences
Private residences and serviced apartments
Offices
Premium offices with amenities for employees
Podium
Lobby, gallery, meeting rooms, cinema, kids room, wellness
Digital layer
3D twin, unit selector, broker and investor materials
Residences
Private living
Private residences and serviced apartments
Offices
Workplace club
Premium offices with amenities for employees
Podium
Shared amenities
Lobby, gallery, meeting rooms, cinema, kids room, wellness
Wellness
Health layer
Air, light, acoustics, materials, recovery
Hospitality
Service model
Concierge, valet, lounge, event support
Digital layer
Digital experience
3D twin, unit selector, broker and investor materials
Project composition
Residences
Private living
view-oriented apartments, private common areas, service, and a quiet premium character
Offices
Workplace club
offices with infrastructure for teams, meetings, recovery, and family comfort
Wellness
Health layer
air, light, acoustics, materials, recovery spaces, and measurable comfort
Hospitality
Service model
concierge, valet, lounge, event support, guest protocols, and daily care
Sales
Digital experience
3D twin, apartment selector, investor deck, sales deck, broker kit
Brand
Address equity
a unified project language: Now the sun has an address
Vertical
masterplan
Five levels, one address — read from the service backbone up to the private sky floors.
05
05
Sky residences
private floors
04
04
Premium offices
flexible plates
03
03
Shared amenities
wellness / cinema
02
02
Sales gallery
lobby / arrival
01
01
Service & technical backbone
01
One direction,
carried through
Before creating visuals, we defined what they need to say
Before any image was made, Project Intelligence defined what Zenith had to say: its position, its audience and the arguments that separate it from the towers around it. From that framework came the name, the mark and a launch narrative built on the address, the peak, the sun and the air.
The imagery followed the same line. The tower is never shown as an isolated object on a skyline, but inside the life of the city around it: at a riverside festival, in morning fog, under a night sky and from the residences high above the water.
Before any image was made, Project Intelligence defined what Zenith had to say. The imagery followed the same line: the tower inside the life of the city — at a riverside festival, in morning fog, under a night sky.
Not a tower. A vertical address.
One story, three readings. The same narrative had to answer an investor, a future resident and an office tenant — without becoming three different projects.
For investors
A liquid asset with a strong story and measurable value.
For residents
Privacy, service, health and a sense of elevation.
For office tenants
An environment that helps attract and retain strong teams.
Inside the life of the city
Lifestyle imagery instead of skyline renders: the tower appears in rituals, festivals, morning rides and evening light — the way buyers will actually live with it.
Through cinematic architectural visualization, we presented the tower within the everyday life of the city, connecting its architecture with human experiences and urban surroundings.
Privileges of
everyday life
Privileges of
everyday life
A day at Zenith, scenario by scenario — from a quiet morning to the club calendar.
Morning
View and quiet
sports, coffee, daylight, a focused start to the day
Workday
Focus & meetings
conference halls, boardrooms, acoustic comfort, guest service
Family
Kids room
a space for employees’ children up to 10, clubs, supervision, cinema days
Evening
Private lounge
evening meetings, private events, panoramic atmosphere
Recovery
Wellness route
spa, fitness, quiet zones, recovery after the working day
Community
Club calendar
events, lectures, broker previews, resident programming
Morning
View and quiet
sports, coffee, daylight
Workday
Focus & meetings
conference halls, boardrooms, guest service
Family
Kids room
children up to 10, clubs, cinema days
Evening
Private lounge
private events, panoramic atmosphere
Recovery
Wellness route
spa, fitness, quiet zones
Community
Club calendar
events, lectures, broker previews
The view as part
of the floor plan
Interiors without accidental luxury: lighting scenarios instead of decorative overload, low-VOC materials as part of the WELL logic, and privacy, acoustics and climate control as premium characteristics.
Interiors without accidental luxury: light scenarios, low-VOC materials, privacy and acoustics.
Material depth
From the facade to the lobby, the same restraint: glass, stone and warm light instead of decoration.
The facade as an
engineering argument
We visualised the facade not as a surface, but as proof: glazing, solar control and acoustics shown as reasons to buy.
Glazing
Reynaers / Schüco class aluminium facade system
UV
Solar control and low-e coating against overheating and fading
Acoustics
A quiet envelope for offices, apartments and night-time
Comfort
Glare control, especially for working areas
Energy
Reduced thermal load, support for the LEED / EDGE narrative
Maintenance
Operational reliability and a clear lifecycle for investors
An environment that retains teams
The office as part
of a lifestyle product
The same service, wellness and family infrastructure works for office tenants: an environment that helps attract and retain strong teams.
Office amenities toolkit
Family
Kids room 0–10
play area, educational activities, mini-cinema, safe check-in, club schedule
Events
Cinema / screening
private screenings, presentations, lectures, employer branding events
Business
Conference hall
meeting hall, public talks, investor days, tenant events
Focus
Boardrooms
different sizes, privacy, acoustic treatment, hybrid-call setup
Care
Wellness support
fitness, showers, recovery, air quality, hydration points
Service
Tenant concierge
guests, passes, logistics, events, and service requests
Family
Kids room 0–10
Events
Cinema / screening
Business
Conference hall
Focus
Boardrooms
Care
Wellness support
Service
Tenant concierge
Comfort as a measurable system
A WELL Platinum-oriented building is hard to sell with a render. We turned air, light and materials into a visual argument — diagrams, metrics and imagery that make comfort something a buyer can see.
Air, light and materials turned into a visual argument a buyer can see.
Air
CO2 / PM2.5 / TVOC monitoring in offices, lobby, amenities and residences
Filtration
MERV 13 / ePM1 class or higher, with scenarios for urban pollution
Humidity
Humidity, leak, condensation and mold-risk sensors in critical areas
Light
Circadian-ready scenarios, glare control, daylight access
Acoustics
A quiet facade for offices, apartments and night-time comfort
Materials
Low-VOC materials, adhesives, finishes and furniture
Air
CO2 / PM2.5 / TVOC monitoring
Filtration
MERV 13 / ePM1 or higher
Light
Circadian-ready, glare control
Materials
Low-VOC finishes and furniture
Air quality you can show
Outdoor air
fresh air intake
Filtration
MERV13 / ePM1
Recovery
heat recovery
Control
CO2 / VOC / PM
Comfort
temperature / RH
Separate air-supply logic for offices, lobby, amenities and residences. A visible metric in the lobby and the app makes air part of the premium experience.
02
From image to inquiry.
One story, from the first image to the sales table
На Our digital sales experience brought together a premium website built around the architecture and the views, a digital apartment selector that takes a buyer from floor to unit, and a sales gallery where the model, the materials and the city outside the window tell one story.
Brokers and investors worked from the same source, so every conversation about Zenith, whoever held it, started from the same arguments and the same images.
Sales book
Address, program, WELL, services, investment logic
Investor deck
Why, where, what is being built, how it differs, how it sells
Premium website
Architecture, views, amenities, selector and inquiry flow
Broker kit
Fact sheet, floor plans, unit logic, FAQ, objection handling
3D twin & selector
Floor, view, area and use scenario
Sales gallery
Model, screen, interactive map, private pitch room
Social grid
Address, facade, air, amenities, views, status
Project teaser
30–45 sec: from the city to private height
VR tour
Arrival plaza, concierge lobby and sales gallery at eye level
Out-of-home campaign
Site hoardings, metro lightboxes, billboards, scaffold mesh
Sales book
44 pages,
one narrative
The core document of the launch: address, program, WELL, services and investment logic — built from the same images and arguments as the website, the broker kit and the campaign.
Address, program, WELL, services and investment logic — from the same images and arguments as the whole launch.
VR tour
Walk the address
before it is built
Immersive VR walkthroughs of the arrival plaza, the concierge lobby and the sales gallery. The buyer moves through Zenith at eye level — the same spaces the renders, the sales book and the website describe.
Immersive walkthroughs of the arrival plaza, the concierge lobby and the sales gallery.
VR tour · Concierge lobbyVR tour · Lobby
0:15
Concierge lobbyArrival, reception and the river view
Concierge lobbyArrival and the river view
Beyond height.
Out-of-home campaign. Site hoardings, metro lightboxes, billboards and scaffold mesh — one claim, one red mark, every carrier.
Campaign line
Beyond height.
The campaign combined outdoor advertising, social media visuals and digital assets into one consistent real estate marketing content system, extending the Zenith identity across multiple channels.
Out-of-home campaign: site hoardings, metro lightboxes, billboards and scaffold mesh — one claim, every carrier.
Six arguments, one launch
Every claim in the campaign came with its proof. The same six arguments run through the sales book, the website, the broker kit and the film.
Claim
The sun
Views, orientation, daylight, facade protection, glare control
Proof
The air
Sensors, filtration, CO2 / VOC / PM monitoring, humidity control
Claim
The address
Riverfront, skyline, business district, public realm, arrival
Proof
The service
Concierge, kids room, conference, cinema, wellness, tenant care
Claim
The peak
A symbol of status — and real view value
Proof
The system
Digital sales, 3D twin, broker portal, sales gallery, investor materials
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